Amazon is touting the introduction of Login with Amazon, a new application programming interface that developers can integrate with their iOS and Android applications to help users save time.

In a nutshell, the new service will enable Amazon customers to securely and simply login to apps, games, and websites quickly and with "less friction."

According to a 2012 Harris Interactive study, over half of all American Internet users have five or more unique passwords to remember. Login with Amazon reduces sign-in friction by eliminating the need for users to create an account and password, and instead allows them to sign-in using their existing Amazon account information.

Amazon says the new service - which is available at no charge to developers of apps, games, and websites - is easy to integrate, as developers can typically go from registration to launch in "a matter of hours."

Today's announcement confirmed that the service is based on the OAuth 2.0 authorization framework, allowing developers to leverage a widely-adopted open protocol.

"Login with Amazon is the latest offering in an array of services that make Amazon the most complete end-to-end ecosystem for developers building, monetizing and marketing their apps and games," Amazon said in today's announcement.